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Understanding HB: An Intuitive Approach (2000)

In this paper, Rich Johnson provides an intuitive example to explain Bayesian analysis. He explains how Bayesian analysis differs from conventional statistics. Rich introduces Bayes' rule, and talks about how HB can be applied to conjoint analysis and other marketing research problems where respondents provide multiple observations. Rich reports findings demonstrating that HB generally performs better than traditional methods for conjoint and regression problems.

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Lighthouse Studio

Lighthouse Studio is our flagship software for producing and analyzing online and offline surveys. It contains modules for general interviewing, choice-based conjoint, adaptive choice-based conjoint, adaptive choice analysis, choice-value analysis, and maxdiff exercises.

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Getting Started with Conjoint Analysis

New to conjoint analysis? Pick up a copy of Bryan Orme's best-selling book today!

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